1. Sample Strategic Planning Marketing Presentation
Optimize Inc. 2018

2. Reminder…
Once again, whatever you decide to present (and in what format) is up to you. We are providing this template simply to inspire thought.
Remember to use only half of your allotted agenda time for presentation. Leave time for discussion and debate.
Use this as a time to talk about what you will do in the future (as opposed to what you have already done).
You may not have all the information in this template. Focus on what you do have (or take an educated guess).

3. Structure of a Marketing Plan

4. Checking in… Current State: Where is our department today?
Marketing has become highly specialized. Do we have the resources we need?
Are sales and marketing working synergistically?

5. Current challenges
What obstacles does the marketing department need to overcome?

6. Looking ahead What is our desired future?
What people, processes and technology do we need?
How would we like our department to operate in three years?

7. If your company has multiple brands…
Company X Family of Brands
Brand 1
Brand 2
Brand 3
Brand 4
Brand 5
Category
Role in Portfolio
Key Competitors
Target Consumer
What the Brand Stands For
Brand Positioning Statement
Brand Pillars
Key Price Point

8. Marketing SWOT
Need help conducting a SWOT Analysis? See this helpful guide.
Strengths
Weaknesses
Opportunities
Threats
Start here
Start here
Start here
Start here

9. Market Analysis
See the Optimize guide for help conducting a market analysis (if this has been assigned to you).
Download our Market Research white paper here.
Who are your top competitors?
How are they similar to you?
How are they different?
What customer segments are they targeting?
What unique service models, technologies, selling strategies, and marketing messaging are they employing?
What trends describe the behavior of your top customers?
Are they consolidating suppliers?
What technologies are they gravitating toward?
What features are important to them?
If you are in B2C, what consumer traits are driving their behavior?
What disruption in the industry could change it forever?

10. Competitive Analysis Competitor CEO/President Year Founded
Headquarters
Brands
Trademarks
Patents
Number of
locations
Total U.S. Sales
(in millions)
Tagline
Biggest Retailers
Miscellaneous

11. Brand promise
As a component of a strategic plan, brand promise can be defined as the statement you make to customers that identifies what they should expect for all interactions with your people, products, services and company.
In other words, it is the set of characteristics customers can expect from your brand every time.
A practical method for developing a brand promise is to establish a set of “pillars.” These are the inherent characteristics of the brand.

12. Marketing plan outline

13. Marketing Budget
Current marketing spend
Projected marketing spend

14. benchmarks
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